Frank PR has won the pitch to promote a Government and Coca-Cola Enterprises-backed initiative encouraging the collection of plastic packaging for recycling.

The agency will work with the National Plastics Recycling Initiative to help put the spotlight on an issue that has "fallen off the household agenda", according to Frank MD Andrew Bloch.

This will include the launch of an ‘umbrella’ brand for plastic packaging recycling in a consumer-facing campaign to begin later this year.

The campaign will aim to drive public knowledge and awareness of where and how to recycle plastic packaging, with Frank developing content for a tailored toolkit for retailers, industry and local authorities to help spread the message.

Led by the plastics recycling charity Recoup, the initiative is also supported by Marks & Spencer and WRAP in a steering group set up to meet recycling targets determined by the Government.

Bloch said: "Recycling has fallen off the household agenda in recent years. Consumers are unaware of their role in the plastics lifecycle and our campaign will hopefully change that.

"Our brief is to get people to think about recycling and change their habits."

Recoup said it had looked for an agency that could develop an idea with the potential to raise awareness of the issues and that Frank had demonstrated an understanding of its campaign aims.